ADVANTAGES AND DEFICIENCIES IN THE USE OF CRM IN HOTELS

Published in Scientific Papers. Series "Management, Economic Engineering in Agriculture and rural development", Vol. 18 ISSUE 4 Written by Veselina ATANASOVA

Over the last decades, the dominant trend of globalization has led to extremely dynamic changes in two major areas - market and technology. The changing conditions of modern tourism development pose new challenges to the tourism business. Adhering to the preferences of modern tourists in their desire to turn them into real customers, each tourist enterprise should seek out the right marketing solutions to respond to global change. This gives grounds for a change in the model of business relations in tourism, determines the topicality of this problem and the scientific interest of the author in studying and exploring the relations with clients in the tourism industry. The actuality of the problem is complemented by an essential feature related to the application of the marketing management approach - the result is the achievement of a competitive advantage in the contemporary dynamic market environment. Based on a survey of hoteliers, analysis and evaluation, some advantages and disadvantages have been outlined about the application of CRM in the hotel industry.